How China is using film diplomacy to project a better image across Africa

Beijing’s soft power drive to win African hearts through cinema was on display recently in Bujumbura, where Chinese dragon and lion dances merged with sacred Burundian drums to open Chinese Film Week. The Chinese embassy in Bujumbura, the economic capital of Burundi, said the July 15 event offered “a beautiful example of cultural exchanges between the two countries” and that both sides were determined to “make cinema a vehicle for Sino-Burundian friendship”. Zhu Kewei, China’s ambassador to the.